Fashion leaders' ethnocentrism and attitude toward buying domestic and imported apparel.

摘要

The purposes of this study were to investigate if fashion leaders and fashion followers differ in their attitudes toward buying imported and domestic clothing products, and if fashion leaders and fashion followers differ in their levels of ethnocentrism. The study was conducted through the use of a mailed questionnaire. The target population for this study was female consumers between 18 and 99 years of age living in the state of Florida, randomly selected from a commercially available list of consumers. Data were collected in February and March 1994. A total of 641 female consumers completed and returned useable questionnaires.; Results indicated that fashion leaders as well as fashion followers had a more positive attitude toward buying domestic clothing than toward buying imported clothing. Also, fashion leaders had a more positive attitude than fashion followers toward both domestic and imported clothing products. In addition, fashion followers, in general, were severe regarding imported products, whereas fashion leaders seemed to have a more "moderate" opinion toward them.; Concerning the level of ethnocentrism, no significant difference was found between fashion leaders and followers on this regard. It seems that the age of the respondent was a more determinant factor on ethnocentrism regardless of being a fashion leader or not.